Boosting Engagement, Traffic and ROI with an
Editorially-Driven Approach
To Social Media Marketing
MATTHEW CIBELLISDirector of Programming, Live and Virtual
Events
April 2016
Presentation Details■ Measure quality vs. quantity—a better
way of thinking■ Leverage LinkedIn, Facebook, Twitter,
and other platforms the smart way■ Balance resources and team
responsibility to optimize results■ Tie your social media efforts to revenue■ Utilize social listening to surpass the
competition and gain massive momentum
@EdWeekEvents FollowersFacebook and Twitter
2013 2014 2015 2016
1285 13602108 2145
45135107 5582 5686
Measure quality vs. quantity— a better way of thinking
Measure quality vs. quantity— a better way of thinking
Retweets and Engagement
Sponsor and Webinar Guest Retweets
Utilize Templateshttp://bit.ly/EWSocialmediatemplate
Social Pre-event Teasers Using PPT Presentation Images
PPT Slide Tweets
Engage Speakers, Moderators, and Sponsor’s Primary @TwitterHandles
Q&A-based Tweets
Live Tweeting
Why Canva?
+35%
+58% +166% +35% +333%
Graph created based on Education Week’s data
Image-based Canvas
Geometric-based Canvas
Canva vs. Art Department
■ 23.7% more engagements● 39.2% more
impressions than Photoshopped pics
■ 9.1% more link clicks
Balance resources and team responsibility to optimize results
■ Intern after intern■ Schedule ahead■ Organize tasks with Asana■ Tutorials (and keep them
updated)
Tie your social media efforts to ROI
Social listening to surpass the competition and gain massive momentum
■ Serious, journalist approach■ Consistent, monthly webinar and
other events program■ Robust reader interest■ Sales representatives■ Sponsors■ Retweet large Twitter handles■ Leverage your reporters’ Twitter
handles
Questions?